Speeding is a major factor in fatal collisions, with young men aged 17 to 35 among those most at risk of speed-related death and serious injury. The campaign focuses on everyday speeding that can feel harmless in the moment, from creeping a few miles per hour above the limit to taking a bend too fast or driving too fast for the conditions.
Why is the campaign targeting young men?
Insight shows that overconfidence and situational pressure can influence young men’s driving, whether they are in a rush, responding to other traffic, driving with friends or getting caught up in the moment.
‘Speed. Check it or regret it’ aims to help drivers recognise these moments, think about what they could lose and consciously choose a safer speed.
What are the key campaign messages?
- Speed. Check it or regret it. THINK!
- From bad weather to tight bends, if you choose to go too fast, you’re speeding towards a fine, an arrest, a ban, or worse.
- Driving too fast can cost you more than a fine
- Just a few MPH over the limit can turn a trip into a tragedy
- Taking a bend too fast can turn your world upside down
Where will the campaign run?
Running until 31 December 2026, the paid campaign will appear across online video, social media, out of home advertising, digital audio, cinema and influencer activity.
How can I support the campaign?
All campaign assets are available for stakeholders to download and use for free organic activity.
You can support the campaign by:
- sharing creative across your social and digital channels
- including campaign messages in newsletters, websites and stakeholder communications
- using materials in relevant community, education, sport, rural and road safety settings
- sharing the campaign with local partners and networks
Campaign assets are available to help amplify your messaging and maximise reach. To find out more about using the assets through paid media channels, contact ThinkCampaign@dft.gov.uk.
